| The question to be discussed in this paper is: in the context of the deep integration and development of culture and tourism,how to promote the benign interaction between tourism and the contemporary inheritance of Chongqing’s intangible cultural heritage.Taking intangible cultural heritage handicraft skills and traditional patterns as the core design objects,how to achieve the purpose of disseminating intangible cultural heritage and realizing economic value through the development of cultural and creative products.The integration of culture and tourism brings consumers into Chongqing,and what means are used to allow consumers to bring out intangible cultural heritage products?From the perspective of the development of cultural and creative products,the cultural and creative products of Chongqing’s intangible cultural heritage lack cultural characteristics and cultural creativity,resulting in chaotic phenomena such as homogeneity,low-level and repetitive development of intangible cultural heritage products.Therefore,for the development of intangible cultural heritage products,it is urgent to strengthen the excavation and remodeling of characteristic cultural resources and cultural connotations,and to form a cultural and creative product development system and scientific management system to meet people’s needs for individualization and diversification.To meet the requirements of tourism products and services,enhance tourism cultural experience,and achieve effective cultural dissemination.In recent years,the diversification of tourism consumption patterns and the tourism boom in Chongqing have laid the foundation for the export of intangible cultural heritage and cultural and creative products in Chongqing.Taking the development of Chongqing intangible cultural heritage series of cultural and creative products on the "Chongqing Haoli" platform as an example,combining the development trend of cultural and tourism integration,combining theoretical research and case analysis,formulating development strategies for Chongqing intangible cultural heritage cultural products,and for Chongqing intangible cultural heritage series cultural and creative products.Create product development for detailed analysis and design practice.Focusing on the development of Chongqing’s intangible cultural heritage products,combining the characteristics of Chongqing’s tourism to realize the cultural and economic value of the products,and using the "Chongqing Gifts" platform to promote the benign interaction between Chongqing tourism and the contemporary inheritance of Chongqing’s intangible cultural heritage.The article adopts literature research method,case analysis method,field investigation research method and inductive research method.It is divided into seven chapters.The research contents are as follows:The first chapter focuses on the analysis of the research background,as well as the analysis of academic achievements and practical achievements of related propositions at home and abroad.The second chapter studies the theoretical basis of the reasons,characteristics and significance of the integration of culture and tourism,as well as the analysis of the current situation of Chongqing’s tourism city under the background of the integration of culture and tourism.The third chapter summarizes the methods of excavating and reshaping Chongqing’s intangible cultural heritage,and analyzes the intangible cultural heritage products on the market in view of how to "activate" Chongqing’s intangible cultural heritage."Customization" is one of the breakthrough points of Chongqing intangible cultural heritage product development.The fourth chapter discusses how "CHONGQING GIFTS",as an officially certified urban tourism brand in Chongqing,establishes what kind of mechanism has a beneficial interaction for Chongqing’s intangible cultural heritage industry.The fifth chapter formulates the strategic points of the development of Chongqing intangible cultural heritage products,and the development and design strategy of "CHONGQING GIFTS " intangible cultural and creative products according to the characteristics of Chongqing’s tourism city.The sixth chapter is the practice chapter of the development and design of the intangible cultural heritage products of " CHONGQING GIFTS ".Based on the development and design strategies of Chapter 5,the four sections of Qijiang Farmer’s Prints,Rongchang Folding Fan,Tongliang Dragon Dance,and "WULING GIFTS" are selected.To develop and design cultural and creative products according to different cultural characteristics of intangible cultural heritage.The seventh chapter summarizes the feasibility of cultural and tourism integration for the development strategy of Chongqing’s intangible cultural heritage products.important way of strength. |
